For decades,Hello Kittyand her adorable friends have embodied the innocent, feel-good world of kawaii culture. Characters like My Melody, Cinnamoroll, and Keroppi have represented everything from school supplies to skincare with unwavering charm and positivity. So when a fashion collaboration featuring My Melody’s mother dropped a line of clothes with shockingly outdated and sexist slogans, fans were understandably rattled. The backlash wasn’t just loud—it was international, uniting Hello Kitty lovers across borders in stunned disbelief.
It is hard to overstate how bizarre this controversy is.In a world where Hello Kitty famously has no mouth so she “can speak from the heart,” it feels especially jarring to see messages promoting gender stereotypes slapped across pastel hoodies and tote bags.The culprit was a collaboration between Sanrio and the fashion brand Its’Demo, which resurrected My Melody’s rarely-seen mother and gave her a surprisingly cynical, and at times, downright offensive, voice. What was likely meant as a quirky, nostalgic nod to the past turned into one of the strangest missteps in kawaii history.
The Quotes:
“Getting a man who mopes after one or two failures will leave you with a lifetime of regret.”
“When a boy talks to you about other girls, it’s just his clumsy way of getting you to pay attention to him.”
“The enemy of women is always other women.”
“People always have things to complain about others’ relationships.”
“The more a man talks about the past, the less hope he has for the future.”
“The best Band-Aid for a broken heart is finding a new love.”
“The worse a man is, the more women can’t leave him alone.”
“Those not in relationships always worry about others’ relationships the most.”
“A woman’s heart is more fickle than the autumn sky.”
“Never believe a boy when he says ‘I’m gonna do that someday,’ because he won’t.”
“Nothing affects a man more than when his pride takes a hit.”
When Kawaii Turns Questionable With My Melody’s Mom
My Melody is a sweet bunny known for her loyalty and kindness, often positioned as the wholesome best friend in the Sanrio lineup. Her mom, introduced in the early 2000s anime, was never a major player, until this clothing line gave her an unexpected platform.Instead of gentle affirmations or timeless maternal wisdom, the slogans included lines like “The enemy of women is always other women” and “The worse a man is, the more women can’t leave him alone.”The dissonance between My Melody’s cuddly image and these outdated clichés hit fans hard.
The messages struck a nerve, not just because they were off-brand, but because they leaned so heavily into tired, damaging tropes. Pitting women against each other, implying women are inherently fickle, and excusing poor male behavior as irresistible are all inappropriate themes that feel like relics of a bygone era. For a brand like Sanrio, which has long enjoyed a multi-generational fanbase that includes children and adults alike, the tone felt especially misjudged.
Adding to the frustration was the clear gender bias in many of the slogans.Quotes like “Never believe a boy when he says ‘I’m gonna do that someday,’ because he won’t” and “Nothing affects a man more than when his pride takes a hit” did not just perpetuate stereotypes, they painted a cynical picture of both men and women.This was not just quirky or edgy. It was tone-deaf, and fans were quick to say so.
Sanrio Lovers Say ‘No Thanks’ to Sexist Slogans
Cute Culture Claps Back at This Sanrio Mishap, and Rightfully So
What made this controversy so explosive was how quickly and widely fans reacted.In both Japan and abroad, long-time followers of Sanrio’s characters expressed confusion and disappointment.Social media lit up with people questioning how these slogans ever made it past approval, especially given Sanrio’s squeaky-clean image and history of carefully curated merchandise.
For many, the slogans felt like a betrayal.Fans often turn to Sanrio characters as comfort figures, a reminder of softness and optimism in an increasingly chaotic world. Seeing phrases that belittle women or encourage toxic relationships slapped on pastel clothing felt like an erosion of that safe space. And for those who had introduced Sanrio to younger generations, the messaging felt almost dangerous.
Sanrio likely thought it could tap into the vintage appeal of My Melody’s anime-era family without thinking critically about how those characters, and their dialogue, would read in today’s climate.
The controversy also sparked wider conversations about the role of nostalgia in modern marketing. Sanrio likely thought it could tap into the vintage appeal of My Melody’s anime-era family without thinking critically about how those characters, and their dialogue, would read in today’s climate. But fans made it clear that there is a difference between retro and regressive. And Hello Kitty lovers are paying attention.
What Happened Next for Sanrio?
Sanrio Needs to Learn From This Huge Misstep
As of now, Sanrio has not issued a formal apology or removed the items from circulation. However, the fan response may force the company to reconsider future collaborations and the messaging they promote. With kawaii culture becoming increasingly global,brands like Sanrio are under more scrutiny than ever before. What might have once flown under the radar now risks going viral for all the wrong reasons.
This incident serves as a cautionary tale for brands balancing legacy characters with modern values. Nostalgia sells, but not at the cost of inclusivity and respect. For Sanrio, the road to redemption will likely not be difficult because its core characters remain beloved, and the damage is relatively contained. But it isa reminder that even the softest brands need to stay sharp about what they are saying and selling.
In the end, this wild moment inHello Kittyhistory reads like something out of a fever dream, where a sweet bunny’s mom becomes the unexpected face of bitter dating advice. Fans can only hope this strange detour leads to better decisions, and that My Melody can go back to being the wholesome icon she was always meant to be.
